Vitamin coffee pod manufacturer VitaCup secures financial backing

Vitamin-enriched coffee and tea capsule manufacturer VitaCup has secured funding from North Castle Partners and existing investor First Beverage Ventures.

Launched in 2017 by digital marketing executives Brandon Fishman and Roman Bills, VitaCup gained a consumer following by providing an innovative way of taking daily vitamins through its portfolio of coffee and tea products fortified with a blend of essential vitamins, superfoods, antioxidants and other functional ingredients. 

The products are available in a Keurig compatible format and sold primarily through e-commerce channels. VitaCup recently launched Genius Blend and Beauty Blend, which are infused with MCT oil and turmeric, or collagen and biotin.

VitaCup founder and CEO Brandon Fishman said: “We could not be more excited to partner with both North Castle and First Beverage Ventures. First Beverage has worked very closely with us for the last ten months and has been crucial in launching our retail strategy, developing new branding and expanding our team.  

“North Castle brings substantial prior experience and a broad network that, in combination with First Beverage, will help our company further accelerate growth.” 

Alison Minter, North Castle managing director, added: “We are thrilled to be partnering with Brandon and Roman, First Beverage Ventures and the rest of the VitaCup team.

“VitaCup is uniquely positioned to benefit from the favourable trends in coffee and vitamins, two large and growing categories.  The company has had tremendous success to date with its innovative functional coffee and tea products that are clearly resonating with consumers. 

“We are eager to combine the collective knowledge, strong networks and substantial prior experiences of both North Castle and First Beverage to help the company continue to grow.”

First Beverage Ventures managing director Bob Nakasone added: “We are thrilled to welcome North Castle as a new partner to VitaCup. We look forward to working alongside North Castle to help guide the company’s strategy and continue on its rapid growth trajectory.”